Sample Report for Market Analysis Template

1 IBM Social Media Analytics and Customer InsightsSample Report - Market AnalysisIBM Confidential 2014 IBM CorporationIBM Social Media Analytics and Customer Insights This is a representative Sample Report for an illustrative business case The content/look and feel of this Report is customized to the client business problem, for : If some of the charts/graphs/tables are not generating insights for that particular business case it will be dropped from the Report , On the other hand some additional charts maybe incorporated which are depicting valuable insights Most of the charts/graphs and data displayed in this Sample Report can be extracted from the tool s Analysis and reporting interfaceDisclaimer2 IBM Confidential 2014 IBM CorporationIBM Social Media Analytics and Customer Insights These were the inputs shared by client for this Analysis are.

2 Business problem statement Industry/Brands to be analyzed Specific geo preference List of Key functionality/ feature /theme that were specifically investigatedCustomer inputs3 IBM Confidential 2014 IBM CorporationIBM Social Media Analytics and Customer InsightsAnalysis Objective, and Key Business questions that were Evaluated4 IBM Confidential 2014 IBM CorporationThe overall Analysis objective and scope are as follows: The primary objective of this Analysis is to learn what is being said about Brand A and its key competitors (for , World Wide: Brand B and by region United States: Brand B, Japan: Brand C and Japan Brand D and Europe: Brand E and Brand F) Market by the consumers.

3 Also understand the negative buzz around Christmas holiday season when packages were not delivered as per schedule. Share business indicative results from this brand Analysis Highlight key insights derived from this Analysis Some of the deep dive questions that were looked at are as follows, when compared to the competition, is Brand A perceived to: be more / less reliable with their time-certain delivery promise? be more / less responsive to customer issues? provide better / worse real-time, accurate visibility to an in-route shipment? be better / worse than Brand Bwhen it came to getting packages delivered in time for the Christmas holiday? be more / less "green"? IBM Social Media Analytics and Customer InsightsClient A: ScopeElementsScopeBroad Brand CategoriesBrand A, Brand B, Brand C, Brand D, Brand E and Brand FSources News, Blogs and Message Boards.

4 Twitter (Micro Blogs), facebooksample only Videos and Reviews were excluded from WWW searchLanguagesEnglishGeographyAllTime period1-Dec-2013 to 31-Jan-2014 HotwordsCustomer Service, Reliability, Time concern, Price, Transit, Offers, Capacity, GreenThe Analysis is based on a Sample data, the coverage from our data partner used in the Analysis will include 1-2% Twitter/ Face Book Sample Blogs (20+ million regularly with 100+ million in the database) Forum Sites (175,000+ sites containing over 5M individual forums) Review Sites (40,000+ review sites, plus more than 100 forums that are typically part of review sites)The results produced in this Analysis is business indicative in nature as it is based of a Sample Confidential 2014 IBM CorporationIBM Social Media Analytics and Customer Insights6 IBM Confidential 2014 IBM CorporationExecutive SummaryKey Findings: Brand A/and its competitors has created ~398K, unique online media content over the past 2 months The most common Hot Words associated with Brand A were Reliability , Customer Care and Tracking.

5 A major spike in negative buzz around the holiday season were noticed and 90% of the buzz concentrated around 3 days (25-27 Dec); and reliability and time delay were under question. Customers are understanding and sympathetic to weather or other uncontrollable issues but they are most certainly vocal about miscommunication and slack on the part of the company. Tracking has been a concern both from the point of lack of access to updated information as well as customer care agent not being able to provide the correct status of the shipments. Customers expect transparent and honest outcomes: Plan for these outrages not only in terms of operations but also have an effective communication strategy in Customers will prefer to know when they can get the delivery rather then an indefinite delay Focusing on the customer care agents trainings and enabling them to handle these crisis situations Online tracking system needs to be relooked and a more focused discussion can be initiated with customers to identify the current gaps and expectation mismatch Ensure that during these crisis situations essential shipments like Rx/drugs, official documents are not affected as these articles are critical to customers Initiative like using other non conventional technologies, drones/alternative fuels.

6 Natural gas etc. need more highlight in the brand though currently it is not a major decision factor but in future it will govern pricing/other strategiesIBM Social Media Analytics and Customer InsightsBrand A and its Key CompetitorsHotwordsCompetitive Landscape Volume of Confidential 2014 IBM Corporation32%21%29%19%1%3%15%26%1%6%57% 56%40%2%.2%1%Brand BBrand FBrand EBrand CBrand ABuzz Profile Time Period: 1-Dec-2013 to 31-Jan-2014 Dataset Statistics: ~398K documents were selected for Analysis . They were further analyzed to generate ~285K high value snippets Sources: 54% of the content constitute boards. Blogs consist of another 25%, news about 19% and the rest of the 5% social media buzz is primarily created over reviews, micro blogs and videos Competitor landscape: Brand B has the maximum content (~56%) followed by Brand A (40%) the other brands account for (~4%) of which (50%) is Brand E Brand F Topics: Discussions around Reliability & Customer Service dominate most of the chatter in social media (55%) followed by conversations on price and tracking mechanism.

7 A small amount of buzz is also around the green initiatives of the brands. Specifically in the context of Brand A reliability is most talked about (42%) and only (13%) of it is in negative Social Media Analytics and Customer InsightsOverall Brands Trend-Brand A & Brand BHotwordTrendOverall trend analysisOther BrandsBrand E Buzz 10-11 Dec: Brand E investment in Europe for expansion, as well as testing of drones to reach inaccessible areas and urgent deliveriesOverall Buzz 26 Dec: Price and customer service were mostly in the buzz followed by reliabilityBrand B offers Brand D crisis and customer complains 26 Dec: Brand B rushing to deliver delayed Christmas orders after snowstorms, high volume of gifts Brand B drivers are back behind the wheel after the holiday, delivering gifts that were supposed to be under the tree on Christmas Day.

8 Amazon is offering $20 gift cards to compensate for Brand A and Brand B delivery delays caused by an unprecedented amount of online Christmas Brand A Buzz 3-10 Dec: peaked around Offers on New One Rate Shipping and largest Online Shopping dayCustomers sympathizes with the staff: Don't blame Brand B, Brand A delivery drivers for late gift shipmentsWe all gave up our Christmas Eve to get many last minute presents delivered. Please consider whose feet you're holding over the fire when you Report Brand B didn't deliver your presents. There will be no CEO's getting yelled at and tons of drivers taking all the Confidential 2014 IBM CorporationIBM Social Media Analytics and Customer InsightsNegative WordsPositive Words9 IBM Confidential 2014 IBM CorporationBuzz around Brand of the negative buzz around the holiday seasonBuzz peaked around Offers on New One Rate Shipping and largest Online Shopping dayIBM Social Media Analytics and Customer Insights10 IBM Confidential

9 2014 IBM CorporationSpecific to Brand majority of negative buzz is around reliability and customer serviceA significant amount of negative buzz originated from USA, Canada and UK, France mostly had positive to Neutral comments2:1 ratio of buzz generated by men Women mostly valued customer service, where as men had reliability as the major concernIBM Social Media Analytics and Customer Insights Majority of the conversation ~80% are driven by the Users Community and about ~18% were from Prospective Users Users mostly focused conversations around Customer service and reliability Prospective Users put more importance to reliability and tracking Confidential 2014 IBM CorporationBrand A prospective users values reliability and tracking the recommenders' are more price sensitiveIBM Social Media Analytics and Customer Insights12 IBM Confidential

10 2014 IBM CorporationPositive buzz around Brand A being cheaper than Brand BAuthorName:xxxxxxxxxSnippet:Fyi: Brand A is cheapest to ship large packages such as wheels. About $4 cheaper per wheel than Brand B parcel Brand D or Brand B ground. You can register for account :Bimmerforums-The Ultimate BMW Forum, Bimmerforums-The Ultimate BMW ForumSiteUrl: :12/31/2013 Title:RE: How to Ship Wheels, Must Read!Url: !/page2#Brand D27205094 AuthorName:ZzzzzzzSnippet:Very happy with the price. Pickup was a breeze with Brand A! I am a satisfied customer! : :12/01/2013 Title:Samsung UN55ES6500 55-Inch 1080p 120Hz 3D Slim LED HDTV (Black) (2012 Model) -Very Satisfied!!!Url: IBM Social Media Analytics and Customer Insights The volume of air packages in the Brand B system did exceed capacity as demand was much greater than our forecast," a Brand Bspokeswoman said.